Digital evolution for most comprehensive pet insurance provider in North America
Visual Design & Animation
Product Strategy: Policy purchase & Self Service
Website & Content framework
Delivery OF Mobile, webapp, web
Simply: what should Pet Insurance be in the next 5 years? And how do we get there?
We began with innovation sprints, designed to cover a lot of ground quickly and establish where we should delve deeper. From there, we prioritised items that would bring the biggest customer benefit and went about implementing them.
Spreading the net far and wide, we delved into the insurance, medical, technology, IOTA, subs markets and way beyond to see what was possible, and where we could take Petplan.
Working with the business, CX, Claims and technology teams at Petplan we listened (a lot), we learnt (a lot), and collectively moved towards a UX that would solve both customer and business needs.
With a map of where we were and where we were heading now in place, we started to join the dots with technology proof of concepts, UI and branding exploration to start testing our assumptions.
Working in one week sprints, we built fast, failed faster, and re-built better. By September Petplan had their new sales funnel, marketing site and self-service app for Android, iOS and the web.
Stripping away the jargon of pet insurance, we focused on a user-friendly tone of voice and visual style, helping customers feel comfortable with the Petplan experience so they could focus on keeping their pets healthy, not reading legal definitions about coverage.
Along with refreshing the design of Petplan’s marketing website we modernised their CMS, reducing the time to create and update pages from weeks to minutes.
Using a system of flexible components and creative assets, we set up a Webflow system that enabled the internal Petplan team to design and build pages with ease.
The app requirements were clear. Reduce call volume to the service center (wiping $1m off costs), and build a foundation for a forthcoming re-brand and future features.
Create an app that works today, but facilitates an evolution from pet insurance to pet care.
From claim filing to onboarding, we swept the cobwebs off, learnt what currently worked and what didn’t, and started design from scratch. The result: a new app built using the latest technologies and reflecting the overhauled feel and tone of voice.
We placed a conversational UI at the core of the product, using best-in-class third party services (GetStream.io and Amazon Lex) to create a scalable methodology for new features and AI capable of solving a customer's problems before they knew they existed.
The key was to build on Petplan’s reputation with an accessible product experience that enabled them to stay ahead of the new “insure tech” players in the market, while retaining that understanding of how policy holders expect to be treated today.
A chat led interface simplified the complexity of the claim submission process, lowering calls to the customer service center, and resulting in a reduction of submitted claims missing vital information, speeding up processing time and decreasing the need for agent intervention.
A win for both the customers and the business.
Clear and simple modules allowed the user to track their claim at any time from the self service app. Stripping back the detail into an easy to follow module, and letting the user delve into the details if they needed or wanted to.
Their policy was no longer a small print PDF that inevitably left them reaching for the phone. Instead we gave them the key details in an “at a glance” view so they could get back to throwing the ball for their dog (or cat).
Again, stripping back the detail and giving the policy holder the right information, in the right place, at the right time with contextual dashboard featuring what was important to them, meant they could get the latest information on their pet’s care with one tap.